We recently talked about the challenges many of us face when writing marketing content. These challenges aren’t unique to coaches.
Even successful authors face moments when writing is difficult – they struggle with writer’s block, fail to get a decent response from their work, etc. The methods professional writers use to overcome these challenges typically involve plowing through and writing more.
As coaches we don’t want to want to spend all our time writing. We’re professional coaches. We want to spend our time coaching, right?
There’s a simple tool we use in BlackBelt for creating compelling marketing content, super fast. It’s called the Fast Copy Framework, and it helps us overcome the typical challenges we face when writing our marketing copy.
The first step is to create a headline.
Craft The Message
When searching for writing advice, it’s common to find tips and tricks like, “Bold this. Underline that. Highlight these things.”
These kinds of cosmetic changes can be helpful, but they’re secondary to the real essence of our copy.
The key to creating great marketing content is to get the message right first.
Scott Wilson, one of our BlackBelt members uses the phrase, “Concept over copy.” We need to get the message right before we worry about the details and words.
The right message is a magnetic message. Why magnetic? Every magnet does two things – it attracts and repels, simultaneously. We want our message to do the same thing.
The key to creating great marketing content is getting the message right before worrying about the details and words. -Taki Moore [Tweet This]
Repel The Wrong People
Our message will repel the people who aren’t the right fit for us.
We’re putting our message in front of lots of different people – people we want and people we don’t want. We want the wrong people to see our message and instantly know it’s not for them.
Believe me, you’ll be stoked they didn’t respond.
Attract The Right People
When the right people see our message, we want them to be attracted to it, not repelled from it.
When they see our message, we want their eyes to get big and their ears to prick up. We want them to say, “That is talking directly to me!”
Our message is magnetic when it says the right thing to the right person.
The 3 R’s of a Magnetic Headline
There’s a specific formula for creating a headline that’s super simple.
You need to distill your message down to its very essence. This means boiling it down to just three elements.
Where are they right now? Who are we talking to and what’s their problem?
What’s the result they desperately crave?
Here’s how to get from where you are to where you want to be without having to go through all of the things you’re scared of or worried about.
For example, if you went to CoachMarketingMachine.com right now, you’d see a headline similar to this:
“If you need business coaching clients, this free video series shows you how to get 6 high paying clients in the next 28 days, without cold-calling.”
- If you need business coach clients…
- … get 6 high paying clients in the next 28 days…
- … without cold-calling.
We’re going to craft a magnetic headline that attracts the right people and repels the wrong people by boiling down our message to three elements and sticking them together in a sentence.